In brief
Following the audacious theft of €88 million worth of jewelry from the Louvre, German company Böcker has launched a new advertising campaign capitalizing on its involuntary association with the crime. The campaign features the lift used by the thieves, promoting it with a humorous tagline amidst public curiosity and enthusiasm. Despite the serious nature of the crime, leadership at Böcker aims to draw attention to their brand while acknowledging the negativity of the event. Meanwhile, discussions continue regarding the museum's security lapses and strategies for recovering the stolen items.
A German company inadvertently embroiled in the Louvre Museum heist after one of its lifts was used in the theft is making the most of its free publicity by launching a new advertising campaign.
Werne-based firm Böcker this week published a social media post featuring the now famous image of its furniture ladder extending up to a balcony outside the Gallery of Apollo.
When you need to move fast, reads a banner under the image. The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min - quiet as a whisper.
Video has emerged of the alleged thieves escaping on the mechanical ladder after stealing €88m worth (£76m; $102m) of France's crown jewels on Sunday.
Speaking to the AFP news agency, the company's managing director, Alexander Böcker, said when it became clear no one was injured in the heist, they used a touch of humour to draw attention to the family-run business.
Reaction to Böcker's campaign has been enthusiastic, with responses on social media including marketing genius and excellent, that is German quality. Mr. Böcker recognized his company's device from news reports, noting that the machine had been sold a few years ago to a French customer.
Ultimately, the incident highlights both the creativity of marketing in unexpected circumstances and the pressing issues of security in one of the world’s most famous museums.
